Live at ANA: Chicago Cubs Exec on Keeping Fans Loyal in Hard Times

Before heading to Washington, D.C., for last Friday's playoff opener against the Nationals, Chicago Cubs President for Business Operations Crane Kenney was in Orlando at the Association of National Advertisers "Masters of Marketing" event last week. Ad Age caught up with him to learn how the ballclub, forever endeared as lovable losers, kept fans engaged in the lean years. And now that the team is winning, how can the Cubs maintain their charm? "Other than the Harlem Globetrotters there's not often a team that wins all the time that everyone loves," he conceded.

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E.J. Schultz

E.J. Schultz is the Chicago Bureau Chief at Ad Age and covers beverage, automotive and sports marketing. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina. He has won awards from the Society of American Business Editors and Writers, the Jesse H. Neal Awards, the Association of Capitol Reporters and Editors, the California Newspaper Publishers Association, the South Carolina Press Association and Investigative Reporters and Editors. A native of Cincinnati, Schultz has an economics degree from Xavier University and a masters in journalism from Northwestern University.